At the discount movie theatre I work at, many moviegoers and my co-workers all consider any animated movie we receive as kids' flicks. Some moviegoers might pass on a film when they find out it's a cartoon. Some parents bring their kids just so the parents can take a nap.
This past Friday, two live-action films that were actually playing well were removed for several other films coming in. One of the movies that stayed was Rise of the Guardians, even though people stopped seeing that weeks ago (and besides the fact that it's a Christmas movie!). But they're keeping it anyway, along with Wreck-it Ralph, because the management needs at least two "kids' films" in their weekly roster.
Speaking of Wreck-it Ralph, I mentioned to one of my co-workers that it was up for an Oscar nomination. Her response was, "They're giving Oscars to kids' films?"

I suppose it's a good thing that our theatre often has two or three animated features each month. Some such as Wreck-it Ralph has played well enough to last the past two months. Arthur Christmas was re-played here last December.
Also, there ARE grown folk who come to see our animated screenings without kids. A lot of older mothers and daughters came to see Brave last year. But it's from general observation that animated film is still on a journey to overcome the kiddie stigma.